Affle launches new Mobile Audience as a Service (MAAS) platform

Last week, mobile advertising company Affle launched its Mobile Audience as a Service (MAAS) platform at Mobile World Congress. Affle’s platform uses integrated modules to build, monetise and promote mobile assets using unified user data and insights. In other words, app marketers, developers and publishers can address the most important parts of their mobile strategy using a single technology stack. We caught up with Affle at MWC and got a demo of the platform, which effectively replaces a range of SDKs and software licenses for a developer or agency, providing in-app analytics, ad tracking, ad serving and media buying capabilities from the same console. This radically simplifies integration requirements and solves issues around data reporting and analysis as the entire solution is delivered from a single SDK and platform.

“We see data unification challenges impacting all key stakeholders in the mobile eco-system today. Leading Commerce Marketplaces and Marketers work with specialists development companies to build out their mobile apps, top ad networks and agencies to promote their campaigns, and analytics and attribution companies to measure ROI. Our MAAS platform provides an integrated approach to all this where the user data and intelligence is central and is leveraged acoss organisation functions which include creative, marketing and sales.”

Affle says the platform will help app marketers to keep their audience data private, in addition to reducing the need to work with multiple platforms and ad networks – MAAS has it all integrated in from the start. Affle can now optimise marketing spends for clients and aims to deliver greater ROI through programmatic and managed audience acquisition.

Affle MAAS Platform Launch at Mobile World Congress in Barcelona

We’re already seeing companies like Yahoo! start to build full stack capabilities in mobile and app advertising and marketing via acquisitions but Affle is competing head on with this through the launch of it’s own custom-build solution. At the same time of course they are also competing against specialist players in areas such as in-app analytics or ad serving. However, if Affle can offer a solution in each area that is ‘good enough’ for a number of customers in each of the major segments they are offering services to then there’s potentially a huge market for this sort of ‘all-in-one’ solution.